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10th Annual Shorty Awards Categories

Entries for the Shorty Awards are open now! Official categories listed below.
The early entry deadline is November 30, 2017

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 9th Annual Shorty Awards

It's OK. It's O Organics®.

Entered in Food & Beverage

About this entry

Leverage Facebook to increase brand awareness and ad recall for Albertsons Companies' O Organics® private label products available in-store between August 22nd and October 2nd 2016.

Why does this entry deserve to win?

Ran a six week Facebook paid-media campaign leveraging a mix of Albertsons Companies' first party known organic product purchasers, lookalikes, and Facebook's new parent and grandparent audiences to drive awareness and ad recall of O Organics® private label products available in-store using the tagline "It's OK. It's O Organics®."

The creative for Albertsons Companies' "It's OK. It's O Organics®." campaign featured innovative and thumb-stopping video that highlighted O Organics® products in a fun and entertaining way. The video ad series featured two ads with toddlers making a mess with their food, and a third ad featured a couple with a Pinterest recipe fail.

The proof point for each ad was the "It's OK. It's O Organics®." tagline – driving home that when life gets a little messy, at least you can feel good about your food being organic.

Results

13.9 million people were reached on Facebook. Brand equity metrics soared for this campaign, driving a 12 point lift in ad recall (from 7% to 19%) and a 3 point lift in awareness of O Organics® products (52% to 55%) overall.

Awareness soared even higher with female millennials aged 25-34 (our main target focus), yielding a 17 point increase in brand awareness for that demographic.

Media

Produced by

MyWebGrocer, Albertsons Companies

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly, and the rest of the social web.

The 10th Annual Shorty Awards will be held in April 2018 in NYC.